2. Dr. Simon Schneider
Department of Earth and Environmental Sciences
Geophysics / Forum der Geowissenschaften
Ludwig-Maximilians-Universität München
Theresienstr. 41
80333 Munich
Germany
phone: 0331 70 43 169
www.geophysik.uni-muenchen.de
3. ¡ Diplom Geophysics (Frankfurt / Main)
¡ Science Communication (FU Berlin)
¡ Park Ranger
¡ BMBF-Program
¡ Roving Exhibitions
¡ Earth Literacy
¡ Intercultural Communication
¡ IAPG-Germany
4. THIS WORKSHOP
“One cannot not communicate”
Paul Watzlawick
¡ Participants will earn an insight into theoretical
and practical approaches to Science
Communication.
¡ We will discus basic concepts and theories of
Science Communication as well as their
implications for communication practice.
“Earth: Our Untamed Planet”, Singapore Science Centre
Science Museum, London
6. CONTENT DAY 1 ¡ The mechanisms of (Science) Communication
¡ From the deficit model to a complex
understanding of communication
¡ Storytelling in a Nutshell*
¡ Introduction to Geoethics of Science
Communication
7. CONTENT DAY 2 ¡ Subsystems of Society (functional differentiation
of society)
¡ Observing the Observers
¡ NewsValues
¡ Encoding-Decoding
¡ and Mediatization
¡ Contextual Model of (Science) Communication
¡ Tools and channels for Science Communication*
¡ Summary, Discussion and Conclusion
8. SCIENCE
COMMUNICATION
What is Science?
¡ Observation, Data,
Hypotheses
¡ hypothetico-deductive
Modell of Science
Be aware:
This is a Eurocentric/western
academic concept of Science.
10. SCIENCE COMMUNICATION
What is Communication?
Communication is the act
of conveying intended meanings
from one entity or group to another
through the use of
mutually understood signs and semiotic rules.
11. SCIENCE COMMUNICATION
What is Communication? A functional approach:
¡ Inform the public
¡ Criticize what happens
¡ Set and secure a strong position within a dynamic global society (legitimization)
¡ Create options for participation
¡ Create a sense of responsibility
12. “Research not communicated is research not done.”
Anne Glover
former Chief Science Adviser
to the European Commission
Examples needed?
¡ Gregor Mendel (1822-1884) and Charles Darwin
(1809-1882)
¡ Alexander Fleming (1881-1955) and the discovery
of Penicillin
13. MODI OF SCIENCE
COMMUNICATION
¡ 1) Communication within Science itself –
sometimes called scholarly communication
¡ 2) Communication with other sub-systems of
society – science outreach, public affairs
¡ 3) Communication about Science by other
sub-systems – Science Journalism etc.
14. SENDER - RECEIVER
But: There is no “container” labeled
information, that is given from one
person to another and consumed
unaltered.
The “Receiver” always interprets the
content of communication within his
individual frameset/ mindset.
And: There is no “Instant Messaging”
15. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 15
16. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 16
17. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 17
18. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 18
19. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 19
20. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 20
21. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 21
22. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 22
23. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 23
24. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 24
25. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 25
26. Deficit Model
• 1960th
• strong
hierarchical
PUS
• 1980th / 1990th
• Increased
support and
legitimization of
science
• Science and
Society
PES
• 2000th
• Introduction of
interaction and
dialog
• Science as part
of society
SSC
• 2010th
• Legitimization as
primary function
• Building
reputation over
dissemination of
knowledge
• Competition for
funding
(individual and
organisations)
MENTAL MODELS
Deficit of knowledge and/or understanding
amongst a lay audience, that is eager to learn
27. BE AWARE OF THE CONTEXT
What is the current Mode
of Science Communication?
Which mental model is
suitable for the situation?
What is the function (aim)
of the current
Communication?
Who exactly is my audience?
If you want to communicate science – find your position:
29. EXAMPLES
Situation 1 Situation 2 Situation 3
Mode of Communication Scholarly Com. Outreach Journalism
Mental Model Deficit Model Deficit Model Pub. Engagement w Science
Function* Engagement / Participation Inform Control
Audience Students Media Public
School or University
Seminar
Interview
Press Release
Climate Change
Reporting